7 Google Ads Trends for 2025: Predictions and Recommendations

The world of digital marketing is evolving rapidly, making it essential to stay up-to-date with innovations in order to maintain a successful advertising strategy. In this article, we explore seven trends that promise to transform Google Ads in 2025. These trends provide practical insights to adapt and enhance your campaigns in an increasingly automated and privacy-focused environment.

Ad Creation with Artificial Intelligence

The first trend focuses on creative automation. It is expected that ad creation will increasingly be driven by AI tools integrated directly into Google Ads.

• Conversational Experience: The platform is already experimenting with features that, similar to ChatGPT, generate ideas for headlines, descriptions, and even keywords from a URL.
• Application in Performance Max Campaigns: Although this functionality is still in early stages and limited use, the trend points to wider adoption in the near future.

AI-Driven Search Results Ads

Another major focus is the integration of ads in search results powered by artificial intelligence:

• AI Summaries in Searches: When performing a search, you might encounter AI-created summaries (such as “Search Labs”), and it is expected that these spaces will soon include ads.
• Experimental Phase: Currently, this functionality is in an experimental state and may require manual activation in certain accounts or regions.

 Increased Transparency and Control in Performance Max (PMax) Campaigns

Performance Max campaigns have been criticized for offering little control to advertisers. However, a significant change is expected:

• More Visibility in Performance: Improvements will be implemented that allow the addition of negative keywords and access to more detailed data by ad group or asset.
• Response to Complaints: This adjustment addresses demands for greater control and transparency, which translates into better optimization opportunities.

Boost in Demand and Demand Generation Campaigns

Google is betting on formats that cover various stages of the conversion funnel:

• Evolution of Video Formats: Starting in March 2025, video campaigns with conversion objectives (video action) will be replaced by demand generation campaigns.
• Focus on the Upper Funnel: These campaigns will target users in the early stages of the decision-making process, creating need and increasing visibility.

Evolution and Push in Google Shopping

For e-commerce, Google Shopping remains fundamental. The latest developments in this area include:

• Balance with Performance Max: Recent updates aim to ensure that Google Shopping campaigns are not eclipsed by Performance Max, allowing for a more balanced interaction.
• Google Merchant Center Next: The update to this tool offers new features and improvements to manage and optimize online store ads.

 Search Campaigns Without Keywords

A disruptive trend is the automation in the selection of search terms:

• Automated Search (“Search Max”): Some accounts have seen the emergence of formats that, based on the URL and other criteria, allow Google to determine which searches will trigger ads, eliminating the need for manual keyword usage.
• Less Control but Greater Automation: Although this implies less detailed control, the efficiency and speed in setting up campaigns could improve significantly.

More Noise on Privacy Issues

The debate on privacy and data tracking remains a hot topic:

• Evolution of Cookies: Following the proposal to eliminate third-party cookies, new experiences have been introduced that allow users to decide on their tracking preferences.
• Consent Mode and Regulations: The implementation of tools like “Consent Mode” and various regional regulations creates uncertainty, although it is expected that the “noise” around privacy will remain without drastic immediate changes.

Recommendations to Adapt Your Strategy

In light of these trends, it is essential not only to stay updated on the latest developments but also to adjust your advertising strategy:

• Review and Optimize Measurement: Ensure that conversion tracking is correctly set up, both in online and offline environments. Tools like Google Analytics 4 and Google Tag Manager will be essential.
• Improve Conversion Rate (CRO): Optimize the user experience on your website, from load speed to offer, to convert more visits into customers.
• Adopt AI Tools Methodically: Gradually integrate new artificial intelligence features, experimenting with automated strategies without falling prey to FOMO.

With these trends and recommendations, 2025 presents itself as a year of significant changes and opportunities for those investing in Google Ads. The key will be to quickly adapt to new technologies, maintain a balanced focus on privacy, and continue optimizing every aspect of your advertising strategy.If you’re interested in learning more about Google Ads, you won’t want to miss our article: The Most Important Metrics in Google Ads.